I heard about Lush first through a high school friend. We were walking through the mall, and I commented on a new store that had just opened, and she couldn’t believe I had never heard of it before. For her, Lush was already a staple in her beauty routine, and it quickly became one in mine.
Forming a Lush obsession is a slow (or fast, if you have enough money) descent down the rabbit hole. These products are popular, and they aren’t just any other beauty brand. Lush’s products are truly something to look at. I would be pretty confident in making the conjecture that most people’s obsession starts with their no. 1 marketing tool- the bath bomb
It’s every one’s favorite thing to stare at, post, and enjoy. It’s simple, all you have to do is run warm bath water and drop the bath bomb in. Depending on which one you have selected, your bath water will change colors. Glitter, hidden messages and even flowers can sometimes be hiding in the bath bombs. The most incredible part, however, is how effective they are at marketing the brand.
The bath bombs are so pretty that it is irresistible to post them coming to life on your Instagram, twitter, Facebook, or whatever social media you use. Instantly, all of your followers have now been exposed to the world of bath bombs, and more importantly Lush. You just paid the company any where from $6-8, and it got you to advertise it’s product.
The bath bombs aren’t the only pretty thing Lush has, though. It’s entire line of “fresh, handmade cosmetics,” is picture-worthy. It’s Instagram, Facebook, twitter, and Tumblr are filled with bright colors and real people using it’s products. When looking at it’s online presence it is easy to get sucked in, and each of the platforms interacts with the others.
Not only that, but Lush has different social media platforms for all of the countries it services, and it’s flagship store even has it’s own accounts as well. While researching for this blog post, every single thing I searched came up with numerous results, all spanning the globe. Each country’s feed is unique while still carrying all of the brand’s key charms.
Additionally, they have accounts for different areas of it’s business, such as “Lush Kitchen,” where you can find videos on how it makes it’s products in house. All of their accounts span most social media platforms and are optimized to fit each one while still maintaining continuity in what they post.
Lush uses print ads such as billboards, and their packaging also serves as a reminder of the company’s values, namely safe and humane products that fight against animal cruelty. The company is very environmentally focused and that is a recognizable part of it’s brand, as is it’s activism.
When you visit it’s website you can sign up for “My LUSH” which will store your cart if you don’t complete a purchase, allow you the option to build a wishlist, and opt you in for emails. With reminders that your cart is full, to updates on new seasonal items and promotions, this aspect is just a further extension of the brand.
You can find out more about Lush at http://www.lushusa.com/